Marketing and political campaigning: mutually exclusive or exclusively mutual?

Questions the nature of marketing methods in political campaigns based on a grounded theoretical approach conducted using in-depth interviews. Suggests that if marketing success is measured solely by the level of turnout then the use of marketing in political campaigns would appear to be failing. Ot...

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Bibliographic Details
Published in:Qualitative market research 2001-03, Vol.4 (1), p.25-34
Main Authors: Baines, Paul R, Egan, John
Format: Article
Language:English
Subjects:
20th century
Financial services
Grounded theory
Interviews
Management theory
Market strategy
Marketing
Marketing activities
Marketing strategy
Political advertising
Political campaigns
Political science
Politics
Qualitative research
Qualitative techniques
Research methodology
Studies
Validity
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Summary:Questions the nature of marketing methods in political campaigns based on a grounded theoretical approach conducted using in-depth interviews. Suggests that if marketing success is measured solely by the level of turnout then the use of marketing in political campaigns would appear to be failing. Other reasons, however, may also explain this lack of success. The use of marketing may be less effective because the "market" is more restrictive, or marketing methods whilst actually being appropriate may be being used inappropriately. Concludes that, although the political "market" is different and restrictive, this does not negate the role of marketing in political campaigning.
ISSN:1352-2752
1758-7646
DOI:10.1108/13522750110364541